In December, Nakataka Co., Ltd. had the opportunity to participate in a Japanese food pop-up store at Okada Manila, one of the largest integrated resorts in the Philippines.
The pop-up event was part of a Christmas Bazaar held from November to early January, where approximately 200 temporary shops sold food, gifts, and lifestyle products to visitors.
Our booth operated from December 24 to December 28, introducing Japanese food products to local customers and international tourists.
About the Location: Okada Manila
Okada Manila is a large entertainment resort located in Entertainment City, Manila Bay.
- Opened in 2017
- 993 hotel rooms
- One of the largest casino resorts in the Philippines
- Average daily visitors: about 19,000 people
- Popular among domestic travelers as well as visitors from Korea, China, and other Southeast Asian countries
This environment made it an ideal location to test Japanese food products in an international tourism setting.
Products Introduced
At the pop-up store, we showcased two ramen products:
- Shijimi Clam Ramen
- Gyukotsu (Beef Bone) Ramen
Both products represent regional Japanese flavors that are less common internationally.
During the 5-day event:
- Shijimi Ramen sold about 54 units (90% of stock)
- Gyukotsu Ramen sold 60 units (sold out)
Customer Reactions
Many customers were already familiar with Japanese ramen, which helped attract attention even without tasting samples.
Interestingly:
- Tonkotsu and miso ramen are well known in the Philippines.
- However, shijimi (clam) and gyukotsu (beef bone) ramen were new flavors for many visitors.
Customers were curious and interested in trying something unique and authentic from Japan.
Several visitors also mentioned that they were attracted to the products because:
- They were Japanese-made
- They looked healthy and high quality
- The packaging design was appealing
Market Insights
One of the key objectives of the pop-up was to test price positioning.
Results suggested that:
- A retail price of around 220–250 Philippine Pesos (about USD 4–5) was considered acceptable for imported Japanese ramen.
- Even though this price is higher than local instant noodles, customers were willing to pay for authentic Japanese products.
In fact, most buyers chose the product simply because “it is from Japan.”
This shows that Japanese food continues to carry strong brand value overseas.
What We Learned
This pop-up confirmed several important points about the Philippine market:
- Japanese ramen has very strong recognition.
Even unfamiliar flavors attracted attention. - Unique regional ingredients are interesting to consumers.
Products like clam ramen can stand out because they are different. - Health-oriented messaging helps sales.
Explaining the nutritional or natural aspects of ingredients increased interest.
Next Steps
Following the success of this pop-up, discussions are underway to explore:
- Distribution through supermarkets in major shopping malls
- Potential opportunities in airline catering
The Philippine market shows strong potential for Japanese specialty foods, especially those with regional identity and authentic stories.
At Nakataka, we will continue exploring international markets and sharing the flavors of Japan with customers around the world.
If you are interested in Japanese ramen products or collaboration opportunities, please feel free to contact us.